>>"[..] cared deeply about the content quality and also resisted to run ads [..]"
Do I remember wrong? because I remember they (the Wikipedia organization) were going to run ads at some point but it was strongly rejected by the community. I think there was even some fork because of that.
I don't think Wikipedia ever seriously considered running ads, but Wikitravel did fork over this, and the ad-free fork (Wikivoyage) eventually joined Wikipedia's parent Wikimedia.
Do I remember wrong? because I remember they (the Wikipedia organization) were going to run ads at some point but it was strongly rejected by the community. I think there was even some fork because of that.